Escolar Documentos
Profissional Documentos
Cultura Documentos
Products Price
Products Package
2
Sales promotion
Public relations
Direct marketing
5
Selling
PostConsumption
Consuming
6
Message Content
Rational Appeals Emotional Appeals Moral Appeals
Designing a Message
Content
The pictures and the slogan make this what type of appeal?
Message Structure
Draw Conclusions Argument Type Argument Order
Format
This layout, almost like a yearbook or photo album, reinforces the sentimental aspect of this advertisement.
Click or press spacebar to return.
Message Format
10
Objective-and-Task
Competitive-Parity
12
Strategy that Calls for Using the Salesforce and Trade Promotion to Push the Product Through the Channels.
14
Discussion Connections
How do the integrated marketing communications and promotion mix concepts relate to one another? Describe the promotion mix of a company like Kellogg, Coca-Cola, Campbell, or some other consumer goods producer.
What pull promotion elements does the company use? What push elements? Are the companys communications well integrated?
15
Companies must avoid false and deceptive advertising. Sellers must avoid bait-and-switch advertising. Trade promotion activities are also closely regulated.
Personal Selling
Salespeople must follow the rules of fair competition. Three-day cooling-off rule Salespeople must not disparage competitors.
18